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About that ad-supported plan…
Netflix’s cheaper, ad-supported tier now has 40 million global monthly active users, nearly double the 23 million the company reported in January.
via CNBC
Netflix will launch an in-house advertising technology platform, by the end of 2025
…
This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.
The streaming platform removed the Basic plan for new subscribers last July, not it’ll get rid of it for good.
I wrote this last March:
If Netflix goes the roll-your-own route to replace the Microsoft stack, I wonder how long the ad-free basic tier will last.
A mystery no more.
A year ago, Google said that it believed AI was the future of search. That future is apparently here: Google is starting to roll out “AI Overviews,” previously known as the Search Generative Experience, or SGE, to users in the US and soon around the world. Pretty soon, billions of Google users will see an AI-generated summary at the top of many of their search results.
How does this impact your ad strategy?
via The Verge
Instagram is going small?
The platform is introducing a ranking change that will give smaller creators more distribution, replacing reposts with original content in recommendations, adding labels to reposted content and removing content aggregators from recommendations.
Plus…
a new way to rank recommendations that will show eligible content to a small audience that it thinks will enjoy it. As people engage with the content, the top performing set of Reels will be shown to a slightly wider audience, then the best of these will be shown to an even wider group and so on.
via TechCrunch
More Shiny New Ad Toys
Meta
Marketers get ready: ads are coming to Threads a lot sooner than expected.
The tech platform recently told ad execs that they will be able to buy ads on its X-rival, text-based platform as early as the second half of this year
Increase revenue potential and decrease CPMs (maybe), sounds like exactly what Meta wants right now.
If experimenting on Threads was on your 2024 To Do list, now is the time.
via Digiday
Snapchat
Use GenAI to create AR ads and filters.
& place them next to unconventional sports like extreme ironing.
via TechCrunch
Amazon
New ad types are coming to Prime Video, which should garner a lot of attention as ads are added to the streaming platform (which won a chunk of NBA broadcast rights).
The new formats include shoppable carousel ads, pause ads and brand trivia ads.
via Adweek
Microsoft
starting to test ads inside the Start menu on Windows 11. The software maker will use the Recommended section of the Start menu, which usually shows file recommendations, to suggest apps from the Microsoft Store.
A new ad channel for app developers enters the chat?
via The Verge
Roku
The patent centers around the idea of displaying ads on these TVs whenever they’re tuned to an HDMI input that’s paused or idle. Theoretically, this would allow Roku to present ads throughout your whole TV experience — and in places where it’s not viable to do so today.
Advertising is the go-to revenue stream for companies seeking bottom line growth. Even more so when consumers are especially price sensitive.
via The Verge
New AI-powered features are coming to Performance Max campaigns. Here are the ones that should be more widely available now/soon:
- Detailed demographics
Detailed demographics in audience insights empower you to understand your untapped demographics so you can craft ads that resonate directly with specific age and gender groups.
- Spending transparency
At a glance, you can analyze your campaign pacing to identify potential areas for strategic budget shifts, such as moving budget from a campaign that’s underpacing to a campaign that is close to becoming budget limited.
- IP (internal traffic) exclusions
exclude specific IP addresses (e.g., your company), reducing wasted budget on unwanted ad interactions.
Apple
Apple is really leaning into being the anti-Google. Enter “Web Eraser”:
The feature is expected to build upon existing privacy features within Safari and will allow users to erase unwanted content from any webpage of their choosing. Users will have the option to erase banner ads, images, text or even entire page sections, all with relative ease.
Also, Safari may act a little more like Arc—the current new browser on the block pulling a Hansel (I like the Arc Search app).
Expect more on-device AI features soon, this is Apple’s differentiator in the space.
via Apple Insider
Questions tend to be framed from the perspective of making existing audio content reach more people. Nuzum argues the audience should be the core of the question, and the answer. The first step is to identify the audience to be served, understand them, and then determine what can be done to best serve them.
This is also how you do good marketing.
No brand is owed an existence or an audience. Do the work to earn it.
Walmart advertisers will be able to match the retailer’s shopper data with Disney’s proprietary Audience Graph tools, helping them target audiences and measure data better.
Collab of the year for retail marketers?
via The Verge
Consumers have different preferences. It’s ultimately about removing friction in the experience, but what removing friction looks like is very different depending on who that customer is.
Reducing friction usually revolves around being faster or cheaper (both of which get easier with scale).
But there are more options, like:
- Simpler
- Longer lasting
- Stronger
- Easier
- More focused
- Deeper integration
- More flexible
Reduce your customers’ friction, not generic friction.
via the Behind the Numbers podcast
Podcasts drive consistent growth in awareness, likelihood to seek information, purchase intent, and recommendation.
More podcasts in your strategy!
Asked a client how we can provide better service than previous agencies…
“Just show up, that’s a good start.”
The good news for marketers, the bar is pretty low when it comes to making an impression.
The bad news is, we let the bar get set pretty low.
CapCut users are scrambling since news of the potential TikTok ban broke. Some said they were worried they wouldn’t be able to continue to make videos without access to CapCut.
Are you using your tools or being used by them?
A creative signature or brand look should be tool agnostic.
& this is true of most digital businesses right now:
Everyone’s using the same basic tools
How can you use those tools differently and stand out?
Are you building an audience or building traffic?
via ComicLab podcast
In the simplest terms, stores serve as hubs of fulfillment and support distribution logistics. This is increasingly more important as consumers are becoming more demanding for convenience or immediate deliveries.
While Walmart continues to try to Amazonify itself, Amazon is trying to crack Walmart’s advantage: physical stores.
via Retail Dive
Instagram looks to be experimenting with a new option that would enable you to hide the description and UI buttons on Reels clips, giving you a cleaner viewing experience.
Consider this your reminder to remember the safe zones of the various platforms you may be making content for.
We’re thinking about it a lot more at Blue Ion these days.
It seems to me that in recent times, there has been a great push toward exclusivity and identity. However, the universal problem of the COVID 19 pandemic may have helped to undercut this, though it is too early to predict how this will truly influence writing.
-John Robinson
Replace “writing” with “society” and this still holds.
via Periodicity Journal (the specific post appears to have been removed from the site, I read it in my RSS reader)
It’s been a while since I’ve written about the splintering of spending across demographics, turns out it may be keeping interest rates higher for longer.
Spending by older affluent Americans is helping grow the economy. But it’s also contributing to a delay in the Federal Reserve cutting rates.
…
People 55 and over own nearly 75% of all household wealth. With gains in both the housing and stock markets, older people are spending more on expensive services like travel, entertainment, and healthcare, keeping prices in those sectors high
via The Daily Upside
Everyone can be an ad platform now. This is just the beginning.
In it’s first-ever NewFronts presentation, mobile carrier T-Mobile unveiled an expansion of its advertising solutions unit, boosting both digital and brick-and-mortar retail media, mobile app, and CTV inventory.
via MediaPost
I kind of love this idea:
How to transform your Google Ads headlines with anti-audiences
To define your anti-audience, think about who’s least likely to say “yes” to your offer:
- Who doesn’t resonate with your unique selling points?
- Who clicks your ads but doesn’t become a lead or make a purchase?
- Who fills out a form but never follows through to become a client or customer?
Your brand can’t be for everyone.
Which means it’s actively not for some.
Lean into that.